League of Legends fans will be happy to know that Riot Games has unveiled today a new LoL Esports brand for their favorite game.

As League of Legends heads into the next 10 years of the sport, the new LoL Esports brand will embody values that seek to reinforce gaming as a meaningful life pursuit. LoL Esports will serve as the platform and voice for world-class global competition and the biggest sports entertainment experiences for fans worldwide.

Most popular global esport

“We aspire to bring joy to billions of LoL Esports fans around the world. It starts with building a thriving global esports ecosystem supported by electrifying competition, sustainable growth, cutting-edge technology, bold entertainment, and a focus on integrity for our teams and the sport,” John Needham, Global Head of Esports of Riot Games, said in a press statement.

“From thrilling regional league competitions that captivate millions of fans across the globe to the iconic trophy lift at Worlds, it all now lives within LoL Esports,” Needham said.

LoL Esports will for the first time debut its own distinct logo and visuals, inspired by the aesthetics of Summoner’s Rift.

Since its launch in 2010, League of Legends Esports has become the most popular global esport, hitting a record-breaking viewership of 21.8 million AMA (average minute audience) during the 2019 World Championship Final.

The sport has grown to become a leader in the industry, with hundreds of professional players competing across 12 regional leagues around the world, a robust ecosystem that includes booming developmental and academic leagues, and a digital-first commitment to innovation redefining the sports experience.

During the ongoing 2020 Summer Split, regional leagues have experienced significant year over year growth and command a larger online viewing audience as measured by AMA. A recent report from Engine Media/Torque Esports gaming streaming data analytics experts, Stream Hatchet, revealed a 129 percent increase in AMA among LoL Esports’ four largest leagues — LPL (China), LCK (South Korea), LEC (Europe) and LCS (North America) — on Twitch and YouTube, a testament to the increasingly global viewing habits of League of Legends Esports fans.

Starting this week, LoL Esports will begin delivering additional entertainment experiences through its enhanced digital channel LoLEsports.com — along with three new video series, each with a different angle on global competition.

Through this content, fans will be able to experience League of Legends Esports covering the highest level of gameplay across 12 regional leagues and global events.